DreamWorks Animation's YouTube network AwesomenessTV is teaming with Kohl's Department Stores to launch S.o. R.a.d., a seven capsule, limited edition junior’s fashion line inspired by the upcoming YouTube series "Life's S.o. R.a.d."
“We understand that our teen audience wants to engage with both content and influencers, that's why the S.o. R.a.d. campaign operates on so many levels,” says Brian Robbins, founder and chief executive officer, AwesomenessTV. “We developed the brand first, found the perfect partner to execute in Kohl’s and then created an original series that positions Kohl’s as a style destination in a cool way.”
The original, four-season, scripted YouTube series will feature top teen influencers in an imaginative depiction of their involvement in the S.o. R.a.d. brand’s creation. Each of the series’ seasons will feature a different pair of influencers and completely unique storylines, with the first season set to star Amanda Steele and Lia Marie Johnson.
The first S.o. R.a.d. junior’s capsule will launch at Kohl’s Sept. 22, just days after the series' Sept. 19 debut.
“We are thrilled to partner with a cutting-edge company like AwesomenessTV and leverage the power of their new frontier of YouTube influencers to bring amazing product to our junior’s shoppers,” says Will Setliff, executive vice president of marketing, Kohl’s. “We recognize the growing value of digital content creation and social media consumption, and are confident this new platform will create genuine, organic conversation among our teen demographic.”
The first S.o. R.a.d. capsule will be priced from $30–$48 and will feature dresses, sweaters, skirts, knits and leggings for the junior’s girl, drawing influence from urban edge, Tokyo pop and pretty princess style.
"Life's S.o. R.a.d." the series will live on the AwesomenessTV YouTube channel, which has more than 1.7 million subscribers and over 400 million views, and be promoted across the AwesomenessTV multi-channel network. The campaign will also be supported by videos from Steele and Johnson on their own YouTube channels.
"We partnered with Kohl's because we shared a vision for revolutionizing the typical approach to consumer products," says James D. Fielding, global head of consumer products and retail, AwesomenessTV. "Kohl's is also where our audience shops, making them the perfect fit for the S.o. R.a.d. brand."